Characteristics of Publicity Publicity offers several benefits. There are not costs for message time or space. An ad in prime-time television may cost $250,000 to $5000,000 or more per minute, whereas a five-minute report on a network newscast would not cost anything. However, there are costs for news releases, a publicity department, and other items. As with advertising, publicity reaches a mass audience. Within a short time, new products or company policies are widely known. Credibility about messages is high, because they are reported in independent media. A newspaper review of a movie has more believability than an ad in the same paper, because the reader associates independence with objectivity. Similarly, people are more likely to pay attention to news reports than to ads. For example, Womens Wear Daily has both fashion reports and advertisements. Readers spend time reading the stories, but they flip through the ads. Furthermore, there may be 10 commercials during a half-hour television program or hundreds of ads in a magazine. Feature stories are much fewer in number and stand out clearly. Publicity also has some significant limitations. A firm has little control over messages, their timing, their placement, or their coverage by a given medium. It may issue detailed news releases and find only portions cited by the media, and media have the ability to be much more critical than a company would like. For example, in 1982, Procter Gamble faced a substantial publicity problem over the meaning of its 123-year-old company logo. A few ministers and other private citizens believed resulted in the firm receiving 15,000 phone calls about the rumor in June alone. To combat this negative publicity, the firm issued news releases featuring prominent clergy that refuted the rumors, threatened to sue those people spreading the stories, and had a spokesperson appear on Good Morning America. The media cooperated with the company and the false rumors were temporarily put to rest. However, in 1985, negative publicity became so disruptive that Procter Gamble decided to remove the logo from its-products. A firm may want publicity during certain periods, such as when a new product is introduced or new store opened, but the media may not cover the introduction or opening until after the time it would aid the firm. Similarly, media determine the placement of a story; it may follow a report on crime or sports. Finally, the media ascertain whether to cover a story at all and the amount of coverage to be devoted to it. A company-sponsored fobs program might go unreported or receive three-sentence coverage in a local newspaper. 练习: 1. The author mentions all of the following advantages of publicity except A) Having no time costs. B) Having attentiveness. C) Having high credibility. D) Having high profitability. 2. the second paragraph indicates that people are more likely to believe stories A) in a newspaper than in a womens daily. B) In a newspaper than in a magazine. C) In an independent newspaper than in a dependent newspaper. D) In a magazine than in a local newspaper. 3. According to the passage, which of the following statements is true? A) A firm can control and time publicity accurately. B) A firm can neither control nor time publicity accurately. C) A firm can either control or time publicity accurately. D) In most cases a firm can control and time publicity accurately. 4. The example in Paragraph 4 is intended to demonstrate A) the power of publicity. B) the victim of publicity. C) the terrible effect of rumors. D) the vulnerability of people to publicity. 5. The passage implies that A) the placement of a story is not quite important. B) the report of a crime may not be true. C) local newspapers are not interested in company-sponsored programs. D) publicity is not always necessary. Keys: DCBAD
中国多家影院涉嫌“票房欺诈”
索契“故障五环T恤”热卖
福建全国首发景区“清新指数”
延迟退休?人们更倾向于“退休返聘”
南京“慰安所”旧址将改造为历史陈列馆
养老金将实行“城乡并轨”
米歇尔“访华”
人民币兑美元“汇率波幅”扩大
加拿大叫停“投资移民”
“玉兔”苏醒
向前女友索还“彩礼”案增多
今年情人节流行“面塑情侣”
俄呼吁冲突各方“奥林匹克休战”
政协建议将“体育考试”纳入高考
中国发放“R字签证”吸引外国人才
“索契冬奥会”开幕
“短道速滑”李坚柔奇迹获胜
中国的“核安全观”
上海出租车将安装“儿童安全座椅”
外国游客北京购物将可享受“退税”
腾讯入股点评造O2O生态圈
400余名学生疑喝“桶装水”中毒
政府晒“权力清单”
斯诺登当选格拉斯哥大学“学生校长”
河南清理“上访训诫中心”
麦当劳将加速开放“发展式特许经营”
11月“新增人民币贷款”超预期或引发信贷紧缩
玉兔“故障”
马年新春“微信红包”满天飞
北京地铁内将禁止“乞讨卖艺”
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